Festive season to release lockdown demand
Aarti Ahuja, Head-Marketing, TCNS Clothing Co says, though there is a sale revival of festive products including ethnic dresses, accessories, and attires, current demand does not match normal demand. However, Uday Mohan, Managing Partner- North & West India, Havas Media believes, the festive season might release a lot of pent-up demand with retailers enticing customers with a plethora of deals.
Sanjay Vakharia, CEO, Spykar, also believes the festive period might be comparatively better than rest of the year. However, retailers’ real test would come in the following months when business will depend on a lot of other variables, he adds.
Brands are also experimenting with initiatives like hyper-local pop-up stores and virtual store visits, says Ahuja
Exploring all growth channels
Focus on personalized interaction with customers
Brands are also experimenting with initiatives like hyper-local pop-up stores and virtual store visits, says Ahuja. Her brand TCNS Clothing is exploring influencer marketing in a more structured and sustained manner. Similarly, Cantabil is creating personalized communications for its offline and online consumers channels through SMS campaigns, influencer engagements, or strategic digital campaign.
Brands are also launching innovative marketing campaigns with their maximum focus being on digital marketing, says Siddharth Bindra, Managing Director, Biba. The brand is engaging existing consumers through its CRM tool and is very active online.